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Right-wing discourse is often loaded logical fallacies and false information to create strong emotion (usually fear). And people who are most irrationally afraid are usually the loudest people. That's why it is so powerful. And I hypothesize that the people who are the most afraid and the loudest are also the richest, and hence the ones with the most ability of being heard. For those of us who see the world in subtleties and nuances, convincing us takes a lot more intelligence. Unfortunately not many people develop to this stage because of they way they are raised.